مطالب

Purpose: In the present research   the relationship between the dimensions of mental image, brand awareness and brand recognition in attracting customers, has been investigated and analyzed with   marketing of electronic services (the case study of Iran Postbank) especially taken into account. E-marketing has greatly facilitated the banking operation.Method: This research is applied in terms of purpose and descriptive-survey and correlational as regards the nature of data collection. The statistical population of the research includes managers and senior supervisors of Iran Postbank. The sample size of the research is 168 people, and simple sampling method was used, and 117 people were selected for the research. A questionnaire was used to collect data. The validity of the questionnaire was confirmed through content validity and its reliability using Cronbach's alpha coefficient. To analyze the data, structural equation modeling was used with the help of PLS ​​software.Findings: The results of this research showed that the variables of mental image, brand awareness and brand recognition have a significant and positive impact on the marketing of electronic services, also the marketing of services has a positive and significant impact on customer attraction and the marketing of electronic banking services will increase customer attraction.Conclusion: Given the increasing competition among Iranian banks and the challenge of attracting new customers and keeping current customers, as discussed in this research, brand awareness is one of the most important factors affecting customer attraction in the bank.

Purpose: The main purpose of this research is to assess the feasibility of using VSAT satellites in the information services of university libraries.Method: The research method is a survey using the TOPSIS model, which indicates that the optimal method of providing the Internet is the method that has the greatest distance from negative factors and the least distance from positive factors. The opinions of user organizations, i.e. academic libraries and information centers, have been examined to clarify the necessity of using this method as well as its characteristics and advantages compared to other ways of providing the Internet.Findings: The findings show that VSAT satellite internet can have better conditions for providing services compared to other services such as ADSL, optical fiber, Wi-Fi and Wi-MAX. Also, their assessment determined that VSAT satellite internet is currently the best way to provide internet based on the criteria of service, support, cost, trust and quality, and ranks second in criteria such as security, confidentiality and service. In conclusion, the priority of solutions to provide library internet using TOPSIS analysis is: VSAT service; Optical fiber; ADSL service; Wi-Max services and wireless services.Conclusion: The results indicate that the VSAT satellite network, with advantages in the use of Internet services by libraries, plays an important role in improving the quality of these services.

Purpose: Economic and social status play a prominent role in many human activities and their  function is accentuated in the theory of the knowledge gap. According to the idea, the knowledge of the people with higher socio-economic status increases compared to those with lower socio-economic status. The purpose of this study was to determine the role of socio-economic status (based on knowledge gap theory) in the information-seeking behavior of fellow members of staff at  Qom University.Method: The study was an applied research in terms of purpose and in terms of strategy and data collection was correlational. The population consisted of 761 university employees. Based on Cochran’s formula the sample of the study included 255 employees. A researcher-made questionnaire was used to collect data. Spearman and X2 statistical tests were applied to analyze data.Findings: People who have a higher socio-economic status (with higher employment, income and education levels) are more motivated to search and obtain information, and there is a significant relationship between the components of individuals' socio-economic status and the type of the used information resources. Socio-economic status affects the criteria for evaluating information resources, and people with higher rate use various evaluation criteria while assessing the information. People with socio-economic status use various and different channels to obtain information, thus, there is a positive and significant relationship between the use of search engines and meta-search engines, internal and external databases, conference papers, library RSS, specialized social networks, consultation with librarians and technical blogs, and their socio-economic status.Conclusion: The social and economic status explains and predicts the information-seeking behavior of the staff and the results confirmed the theory of knowledge gap. Prediction of the facilities required for searching and seeking information in organizations and making them accessible to all human resources can help provide fair access to information for the better part of society and reduce the knowledge gap.

SUBJECT & OBJECTIVES: Moral realism means that moral values are real regardless of feelings and emotions, collective agreement, and the orders of anyone. This article aims to explain the relationship between Mulla Ṣadrā's viewpoint and moral realism, as well as the influence of his thoughts on our lives.   METHOD & FINDING: The research benefitted from an analytical-descriptive method. At first, by referring to all the works of Mulla Ṣadrā, his moral ontological foundations were deduced, and based on his statements and foundations, it was analyzed in an integrated manner and finally, its effect on pure life has been explained. We have concluded that based on Mulla Ṣadrā's idea, he is a realist. We can enumerate the following shreds of evidence to prove this claim: 1) The reality of the moral criterion, 2) The criticism of divine command theory, 3) The real basis of moral judgments, 4) The consequences of moral judgments, and 5) The manifestation of inner attributes. Additionally, we have demonstrated that action based on the realistic foundations of Mulla Ṣadrā will direct life towards a divine life with true happiness and will suggest a different way of life.CONCLUSION: Action based on the realistic principles of Mulla Ṣadrā will guide life towards a divine life with true happiness and will suggest a different way of life.

Request is used quite often in Malaysian Chinese people’s daily life. Most previous researchers focused on request speech act in mainland Chinese language. However, very little attention is paid to the request speech act in Malaysian Chinese. This study aims to investigate the request speech act in Malaysian Chinese Mandarin. Role play method was employed to elicit data needed for this study. 25 Malaysian Chinese participants and 1 Malaysian Chinese interlocutor were recruited to role play 12 scenarios. The collected data underwent analysis using a revised framework for coding. The results unveiled that the most commonly utilized strategy was conventionally indirect strategy, followed by direct strategy. The least frequently used one was non-conventionally indirect strategy. More external modifiers were used than internal modifiers. Variables of social distance, and ranking of imposition had impacts on request speech act in Malaysian Chinese Mandarin. Social power did not influence the use of ‘query preparatory’ and ‘want statements’ strategy. This study can be of great value with regard to theory and practice. Theoretically, it revises and validates the CCSARP theoretical framework with Malaysian Chinese Mandarin data. Practically, it can improve communication skills in Malaysian Chinese people’s everyday interactions and help them maintain positive relationships.